Kentico CMS - Search Engine Optimization

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Kentico CMS - Search Engine Optimization

  1. 1. Search Engine Optimization Michal Neuwirth Product Manager – Kentico Software s.r.o.
  2. 2. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO
  3. 3. SEO the basics • IS NOT – … a magic tool that guarantees a #1 rank in the search engine – … an AI that works without your help and inputs • IS – … is a set of activities that you can perform to increase the number of visitors who come to your website via search engines – … requires a patience as it’s a long time running process – … includes Developers, IT Pros, Marketers, Designers, PRs, Content Editors and other stuff
  4. 4. How does it work? Search engine Search ranking algorithm (black box)
  5. 5. Don’t forget • … each search engine has it’s own specific search engine algorithm – They will not open their secrets, but they provide recommendations • … you never know when an existing search engine algorithm is going to morph into something different! • … search engines don’t like tricks and hacks • … the most important part of all SEO tactics is up-to-date content!
  6. 6. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO
  7. 7. Content I. • Search engines are “text” based automats – They don’t understand graphics/multimedia/flash/etc. • Search engines repeatedly visit your web to check for a new content – and the engine remember how often you are adding a new content • Keywords – Identify the “right words” and use them properly in the content – Include keywords in links wherever possible
  8. 8. Content II. • Page title – The most visible text – Use unique names for each title • Invisible information: – meta keywords tag, meta description tag and ALT image tags – meta keyword tags are often IGNORED by the engines
  9. 9. Content III. • Search engines look for the header texts and index their content • Make sure your company name exists in text form once on every page • Don’t duplicate content • Canonical issue – Two or more different URLs lead to the same content (e.g. index.aspx, main.aspx & default.aspx) – Use 301 instead of 302 redirection
  10. 10. Linking … • Search engines look for links leading to your website – Engines read content of the linking page – Don’t use “links directories” as the engines hate them • Page rank is based on the quantity and quality of both incoming and outgoing links • Use internal links to “navigate” to any important content on your website
  11. 11. Other SEO features • Friendly names – http://mysite.com/getproduct.aspx?id=1238973 – http://mysite.com/products/computers/My- computer.aspx • Sitemap • Robots.txt – To exclude stub pages • Flash – Provide alternate content for Flash • AJAX – Prepare URLs for AJAX activity
  12. 12. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO
  13. 13. Metadata • Document -> Properties -> Metadata
  14. 14. Document aliases • Document -> Properties -> URLs
  15. 15. SEO settings
  16. 16. Other supported features • How to handle Robots.txt file – http://devnet.kentico.com/Blogs/Martin- Hejtmanek/September-2010/DIY--How-to-handle- robots-txt-and-favicon-ico-in-t.aspx • Canonical links – http://devnet.kentico.com/Blogs/Martin- Hejtmanek/January-2010/SEO-tip--Canonical-link- elements-in-Kentico-CMS.aspx
  17. 17. Coming in Kentico CMS 6.0 • Language prefixes – Old: http://localhost/Products.aspx?lang=en-US – New: http://localhost/en-US/Products.aspx • External/internal search Keywords statistics • Preparing SEO testing tool which checks selected document against several SEO recommendations
  18. 18. SEO - summary • SEO is not a magic tool, it’s an on-going process • SEO is set of recommended activities • The most important part of SEO is up-to-date content • Kentico CMS supports SEO in several ways
  19. 19. Links … • Google Webmaster Guidelines – http://www.google.com/support/webmasters/bin/answer.py?hl =en&answer=35769 • Yahoo! Webmaster Guidelines – http://help.yahoo.com/l/us/yahoo/search/basics/basics-18.html • Bing Webmaster Guidelines – http://help.live.com/help.aspx?mkt=en- us&project=wl_webmasters&querytype=&query=&tmt=&domai n=help.live.com&format=b1 • Ask.com Webmaster Guidelines – http://about.ask.com/en/docs/about/webmasters.shtml • Michal Neuwirth: michalne@kentico.com
  20. 20. Q&A

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